Case Study: Official NFL Kids Costume sets from Franklin Sports
Franklin Sports jumps into Halloween fun!
Franklin Sports got its start in 1946 as a regional brand of Sporting Goods products. In the 1960’s, Franklin brought the innovative idea of centering a complete line of products on a single athlete – Joe Namath. Over the years Franklin has affiliated with the best in sports including world class athletes like Sugar Ray Leonard, David Robinson, Dan Marino, Don Mattingly and more.
In 1983, Franklin got together with Mike Schmidt to create the original and iconic Franklin Batting Glove. Since then, Franklin has been the batting glove of choice to the finest hitters in Baseball and is the Official Batting Glove of Major League Baseball.
Today, Franklin has a powerful range of products and marketing partnerships with professional athletes and high caliber brands such as MLB, NFL, NHL, NCAA, MLS, and Disney and offers a diverse range of products. Whatever the sport, the Franklin name means exciting products and great value.
Challenge: Franklin Sports wanted to generate media buzz and exposure for their Official NFL Kids Costume Sets during the Halloween season. Our goal at McKendall Communications was to get these costume sets in front of as many bloggers and TV outlets as possible as part of their yearly Halloween coverage.
Action: We achieved our goal by accessing all of our short term media contacts. Our strategy included sending pitch letters to the top mommy, daddy and parenting blogs, as well as to local TV stations in the top five NFL target markets, including Dallas, Seattle, Chicago, San Francisco and Denver. Finally, we conducted one-on-one follow up and sent costume samples when requested.
Results: The media response to the Official NFL Kids Costume Sets was overwhelming. We had an enormous number of sample requests and met our target of getting the product in front of dozens of top tier bloggers. We secured placements in over 25 blogs including Famadillo and Blogger Recommended Network, totaling over one million unique monthly visitors each.
Additionally, we received interest from several local television stations in Seattle and Denver; and toy expert, Elizabeth Werner, expressed interest in featuring the product line in a potential segment on the Dr. Oz Show.